THE EFFECT OF PENTAHELIX ROLE AND DIGITAL MARKETING ON TOURISM DESTINATION IMAGE, TOURIST ATTRACTION, TOURISTS REVISIT INTEREST TO BATU CITY
This study aims to examine and analyze the influence of the role of pentahelix, digital marketing, image of tourist destinations and tourist attractions on the interest of returning tourists in Batu City. The population of this study is the population in this study are visitors to Batu City tourism object. A sample of 100 was selected using the Proportional Sampling technique. The hypothesis was tested using a structural equation model (SEM) with the help of the AMOS program. The results showed: (1) the role of pentahelix has a significant effect on the image of tourist destinations, (2) the role of pentahelix has a significant effect on tourist attraction, (3) the role of pentahelix has a significant effect on the interest of tourists to visit again, (4) digital marketing has a significant effect on the image of tourist destinations, (5) digital marketing has a significant effect on tourist attraction, (6) digital marketing has a significant effect on the interest of tourists to visit again. (7) The image of a tourist destination has a significant effect on the interest of tourists to visit again, (8) tourist attraction has a significant effect on the interest of tourists to visit again.
The Role of Pentahelix, Digital Marketing, Image of Tourist Destinations, Tourist Attraction, Interest in Returning Tourists